BK Creative Brief

Creative Brief - DreamForDream

1) What is our challenge?

Toms Shoes is already a well-established brand. From a personal standpoint, I feel as though Toms has created a strong foundation using their product as fashion statements. I would like to see more of a connection to the kids Toms Shoes teams help on their giving trips. Our challenge is to increase sales of Toms Shoes by using personal connections with the kids the customers help when they buy Toms products.

2) Who is the target audience?

Toms Shoes returning/loyal customers, those with a heart for charity/third world countries, new customers

3) What does the audience currently think about the brand or group?

The audience is very fond of Toms Shoes. They create comfortable, fashionable, and interactive shoes that are creative and fun. They are a bit expensive but the audience believes that these shoes are worth the money. People also feel good about buying Toms products because they know that their money is also going to help a child in need.

4) What would we like the target to think and feel?

We would like the target audience to feel as though their money really is going to good use. Not only are the shoes paying for shoes for a child in need of shoes, but a child with dreams, of metaphorically ‘going places’.

5) Which facts, evidence, or thoughts will assist in this change of thinking? How can we support our proposition?

A specialized section of the blog site will be added that includes interviews with the kids from the giving trips. There will be 2-3 interviews per giving trip where the team interviews kids and ask them what their dreams are – “where do you want to go in life?” Also, I think it'd be cool to have Toms team members also put up interviews of their hopes and dreams. Customers/fans of Toms will be given the opportunity to sponsor/support the child, either with shoes or monetary means. I think this will create a more personal connection from the Toms customer to the kids that Toms & other organizations help. People will also be prompted to share the videos on Twitter and Facebook, as well as any contributions.

I’d also offer a chance to win a trip to the next giving trip with the Toms team and meet the kids. In order to win, I’d create a sort of competition – maybe next Toms shoe design or take a video of your hopes and dreams and why you should be able to go to the next giving trip.

6) What is the brand essence?

Toms Shoes targets a very specific and important problem of third world nations. They also work with many worldwide health organizations and have great connections. They present to their consumers as a fashionable and fun brand. They entice by offering quality product and the do-good feeling of giving back.

7) What is the key emotion that will build a relationship with the core audience?

Sympathy and for others, passion. Some people are very passionate about giving back to other people, especially kids.

8) What media will best facilitate our goal?

Blog component, which already has a strong presence on the web. Twitter and Facebook are also both strong and can be used easily to integrate these videos.

9) What are the most critical elements? What is the budget?

Toms could have allocate budget to social media but this would be free. The most critical elements are the video interviews and having people share them via word of mouth or social media.

10) What is the single most important takeaway?

Not only are you helping their feet but taking them to their dreams.

11) What do we want the audience to do?

Take action to help out more than just buying shoes.